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PR, Perfected: How to Bounce Back from Negative Publicity

Get the media on your side to shape bad press into something positive

By Jessica Howell - August 29, 2011

"There's no such thing as bad publicity."

Easy to say when you're running a circus. This quote, most often attributed to P. T. Barnum, is one commonly referenced (albeit with a sly smile) in the public relations industry. After all, nearly every savvy PR professional will attest that negative publicity is alive and well. It's the driving force for gossip-centric media like TMZ and Us Weekly. And for Jené Luciani, a style correspondent and author of The Bra Book, it landed her front and center in the worst-dressed list of more than one glossy magazine.

"We have to be able to laugh at ourselves, right?" asks, Luciani, who admits she was stoked to have made any list within the high-profile publications. And, while she can't target an increase in Web traffic directly to these clips, she guesses that the coverage led more than a few visitors to her site....

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